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Pages 46-58

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From page 46...
... 46 In Section 4.1, the development of the NCRRP Attitudinal Model for Rail (Figure 34) is documented, as it was developed to help understand the inter-relationship of factors influencing the propensity to take rail in the project sample.
From page 47...
... Understanding Values, Preferences, and Attitudes in the Choice of Rail 47 survey instrument itself, and survey data used throughout this project reflect the survey questions highly influenced by the structure of the TPB. Use of the theory helps introduce the concept of normative pressures revealed in the decision to choose rail, as well that of hedonic influences, which are reflections of perceived pleasure concerning the trip.
From page 48...
... 48 Intercity Passenger Rail in the Context of Dynamic Travel Markets Four Factors Representing Long-Term Values Observed variables that were identified through exploratory factor analysis were then considered for final acceptance by a process known as confirmatory factor analysis. For example, Figure 36 shows four latent factors (in ovals)
From page 49...
... Understanding Values, Preferences, and Attitudes in the Choice of Rail 49 location of each respondent, taking the form of the logarithmic value of the actual density in persons per square mile. Short-Term Attitudes and the Outcome Factor Four short-term attitudes toward rail were created using the factor analysis process, as shown on the left side of Figure 37.
From page 50...
... 50 Intercity Passenger Rail in the Context of Dynamic Travel Markets quality of model fit are presented; its root mean standard error of approximation (RMSEA) was 0.046, where values under 0.05 are desired; its comparative fit index was 0.912, where values of over 0.90 are desired; and its Tucker-Lewis index was 0.891, where values of over 0.90 are desired.
From page 51...
... Understanding Values, Preferences, and Attitudes in the Choice of Rail 51 As shown in Table 9, the strongest explanatory factor in the explanation of rail choice is the idea that the rail service is inconvenient, which is influenced by finding the schedule frequency unacceptable. The reader will note that this factor is similar to the role of times and costs in more traditional demand modeling, and thus its high ranking is not unexpected.
From page 52...
... 52 Intercity Passenger Rail in the Context of Dynamic Travel Markets • Higher levels of auto orientation are associated with lower levels of density at the location of residence (-0.39) ; a higher propensity to feel that the rail service is inconvenient (0.30)
From page 53...
... Understanding Values, Preferences, and Attitudes in the Choice of Rail 53 after the individual quickly reviews three categories of salient information. These three categories are considered direct predictors of intent and are as follows: 1.
From page 54...
... 54 Intercity Passenger Rail in the Context of Dynamic Travel Markets Figure 40. The TPB Model for Rail.
From page 55...
... Understanding Values, Preferences, and Attitudes in the Choice of Rail 55 then somewhat lower from ages 35 to 45, then somewhat higher for those above age 45)
From page 56...
... 56 Intercity Passenger Rail in the Context of Dynamic Travel Markets • The belief that friends and peers take rail is a strong predictor of rail choice (Norm)
From page 57...
... Understanding Values, Preferences, and Attitudes in the Choice of Rail 57 the other hand, the feeling that "no one in my country club would be caught dead on the bus" is simply a response at the opposite end of the same spectrum. The TPB model makes known the importance of normative influences in the selection of mode; at this point, the research has not clarified to which end of the spectrum is most powerful in the explanation of the positive or negative influence.
From page 58...
... 58 Intercity Passenger Rail in the Context of Dynamic Travel Markets Compared to the experience of the millennials, decisions not to choose rail by the older group may be based somewhat more on • Perception that rail is inconvenient, • Concern for personal safety on the trip (Unsafe) , • Perception that rail is more expensive, and • Peer pressure about the mode choice (Norm)

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